科特勒的“市场营销”(8)
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Relative advantage Compatibility Complexity Divisibility Communicability
h
13
©2000 Prentice Hall
Sales-
consumers.
Wave Research
Standard Test Market
Test offering trail to a sample of consumers in successive periods.
Full marketing campaign in a small number of representative cities.
Simulated Test Market
Controlled Test Market
Test in a simulated
A few stores that have
shopping environment
agreed to carry new
to a sample of
products for a fee.
h
3
©2000 Prentice Hall
Challenges in NPD
Idea Shortage Fragmented Markets Social & Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles
h
10
©2000 Prentice Hall
CommerΒιβλιοθήκη Baiduialization
When
©2000 Prentice Hall
Whom
Where
Product Price Place Promotion
h
11
Characteristics of the Innovation Rate of Adoption
2. Concept Testing - Test the Product Concepts with Groups of Target Customers
3. Choose the Best One
h
7
©2000 Prentice Hall
Consumer-Goods Market Testing
h
4
©2000 Prentice Hall
Probability of Success
= Overall
probability of success
X X Probability
of technical completion
Probability of commercialization
given technical completion
Objectives
Challenges in New Product Development (NPD) Organizational Structure & NPD Stages & Management of NPD Diffusion & Adoption of New Products
h
2
Probability of economic
success given commercialization
h
6
©2000 Prentice Hall
Concept Development & Testing
1. Develop Product Ideas into Alternative Product Concepts
©2000 Prentice Hall
Why New Products Fail
“Over Championing” Overestimated Demand Poor Design Poor Marketing Execution High Development Costs Strong Competitive Reaction
h
13
©2000 Prentice Hall
Sales-
consumers.
Wave Research
Standard Test Market
Test offering trail to a sample of consumers in successive periods.
Full marketing campaign in a small number of representative cities.
Simulated Test Market
Controlled Test Market
Test in a simulated
A few stores that have
shopping environment
agreed to carry new
to a sample of
products for a fee.
h
3
©2000 Prentice Hall
Challenges in NPD
Idea Shortage Fragmented Markets Social & Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles
h
10
©2000 Prentice Hall
CommerΒιβλιοθήκη Baiduialization
When
©2000 Prentice Hall
Whom
Where
Product Price Place Promotion
h
11
Characteristics of the Innovation Rate of Adoption
2. Concept Testing - Test the Product Concepts with Groups of Target Customers
3. Choose the Best One
h
7
©2000 Prentice Hall
Consumer-Goods Market Testing
h
4
©2000 Prentice Hall
Probability of Success
= Overall
probability of success
X X Probability
of technical completion
Probability of commercialization
given technical completion
Objectives
Challenges in New Product Development (NPD) Organizational Structure & NPD Stages & Management of NPD Diffusion & Adoption of New Products
h
2
Probability of economic
success given commercialization
h
6
©2000 Prentice Hall
Concept Development & Testing
1. Develop Product Ideas into Alternative Product Concepts
©2000 Prentice Hall
Why New Products Fail
“Over Championing” Overestimated Demand Poor Design Poor Marketing Execution High Development Costs Strong Competitive Reaction